African betting markets continue to attract attention from major international gaming companies, prompting 888AFRICA to up its game.
The joint venture between evoke and prominent iGaming businessman Christopher Coyne has partnered with Axom Gaming, a predictive intelligence firm specialising in CRM platforms.
Axom has deployed its “decisioning layer” for 888AFRICA, integrating its tech into the regional operator’s existing CRM approach. This followed a three month test period which yielded positive results for the firm.
According to Axon, 888AFRICA’s incremental net revenue grew 2% during the first test month of using its services, followed by 7% in the second month and 18% by the end of the third month.
“Our unique market proposition is primed for a rapidly-growing, multi-brand operator like 888AFRICA”, said Danny Rippon, Chief Executive Officer of Axom.
“We deliver measurable commercial uplift to our partners, as we’ve proven through this test phase, and we’re now ready to scale our integration across the group.
“The next phase will allow our decisioning layer to continue to learn and self-optimise against 888AFRICA’s commercial objectives, driving increasingly effective individual customer decisions and further incremental NGR growth.”
African betting markets have been attracting a lot of attention as the hype around the US and Latin American markets settles down, with the US seeing international firms facing tough competition against the likes of FanDuel and DraftKings, while Brazil’s market has become particularly competitive also.
The likes of Super Group and its Betway brand, Kaizen Gaming’s Betano, and LiveScore Group’s Virgin Bet, are expanding their footprint in Africa.
888AFRICA focuses on Kenya, Tanzania, Mozambique, Zambia, Malawi, and Angola – markets that are attracting particular attention from other firms.
Against this competition, Axom – which is carrying a new identity after rebranding from ibex.ai – believes that its technology will help 888AFRICA’s brands improve existing CRM stacks and assist its marketing teams with scaling strategic output.
Martin Nieri, founder and Chief Marketing Officer at 888AFRICA, said: “888AFRICA has ambitious growth plans, and maximising the performance of the technology and resources we already have is crucial.
“Integrating Axom Gaming’s decisioning layer into our existing CRM and engagement capabilities brings us a new level of efficiency.
“We’ve already seen a major performance uptick, and what is particularly exciting for us is the ability to scale the business significantly, increase NGR and manage a much larger customer base without needing to scale CRM headcount at the same rate.”